Job interivews are essentially dates, but with suits and no alcohol to ease the tension. There is a survival-of-the-fittest mentality to both that lasts beyond the initial introduction and impacts both parties. The employer-employee relationship is a delicate one that involves wooing on both sides. Employees want to impress the boss, but employers need to keep their workers energized and interested in their daily responsibilities. Finding the right way to express “Good Job!” can be difficult, especially in tight economic times. With your help, employers can get creative with their budgets and find new ways to appreciate their workers.
Where to Find Your Mate
For the ideal business gift client, try the financial district, car dealerships and hospitals. “Our distributors have had a lot of success with banks and financial firms, insurance, automotive and pharmaceutical industries,” said Thomas Farrell, marketing coordinator for Indianapolis-based EMT.
If you want to cast a wider net, Chuck Dahlgren, president of Crystal D, St. Paul, Minn., cited a WorldatWork study that found that “eight out of 10 companies have recognition programs.” Crystal D’s own research shows even more promising results. “Our research shows that most companies (86 percent) have recognition programs in place and 70 percent of those organizations offer between three and six different programs,” he explained. “In the next 12 months, 90 percent of organizations plan to continue their programs. Based on these statistics alone, distributors can be confident that their business can grow by selling recognition awards in any industry.”
Dahlgren had more specific advice for finding the best program-interested clients. “Instead of limiting their focus to a certain industry, distributors should look for specific characteristics that indicate a selling opportunity for one-time or program-based recognition,” he said. He listed the most important characteristics as a business culture where leaders care about employees, personal and professional development is stressed, and a value system is in place.
Not a One-time Thing
“Our studies show that distributors perceive recognition award projects to be one-time opportunities,” Dahlgren said. He noted the average profit margin for awards and business gifts is 10 to 12 percent higher than other promotional products, which may be why distributors are satisfied with one-time orders. Still, interest in programs is growing as budgets tighten. “Programs with specific products or themes can help with budget planning and simplifying ordering,” noted Farrell. “Programs also have great potential for growth in firms where departments or branches are compartmentalized and the program has room to expand into other areas.”
Getting Through the Awkward Stage
If your client only requests gifts for a one-time promotion, it can be difficult to bring up future promotions without seeming pushy. To overcome the first-date awkwardness of a one-time promotion, Crystal D instituted a system to help distributors boost their reorders. “We have been gathering data informally through a program we use to alert distributors of possible upcoming repeat orders,” he explained. “The purpose of this program is to remind distributors to contact their clients. Ultimately this helps the distributor foster repeat business.” Dahlgren mentioned that programs last for three to five years, so it is worth the extra effort. “Since we initiated this service for distributors, we have seen attention to repeat orders pick up,” he remarked.
Time to Propose
So you have landed your choice client. Now you have to impress them with an array of promotional goodies. Nothing says “I’m a worthy of a gift” quite like something sparkly in a pretty box. Farrell listed lapel pins and keytags as leading recognition and business gifts. “Gifts with a ‘wow’ factor … are also very popular, especially when combined with a deluxe presentation option,” said Farrell. Dahlgren recommended crystal awards, especially those with contemporary designs. “Recently end-buyers have been choosing awards that are contemporary in design,” he said. “Traditional elements such as fine, intricate cuts with lots of detail are losing ground to one singular dramatic design featuring clean lines and smooth surfaces.”
If price point is a concern, Dahlgren suggests matching the price to the achievement. “In our experience, the greater the achievement, the more the buyer will be willing to invest,” he said. “Many times they are looking for guidance from distributors in order to make the best selection,” he added.
When in Doubt, Show a Little Personality
“Everyone likes to see their name on an award (as long as it is spelled correctly),” joked Dahlgren. However, adding an engraving adds serious value to a gift. “Personalization is everything; it is the most important element to an award. In terms of design, adding a name to an award creates a focal point,” Dahlgren explained. “The recipient knows that the award was meant for them personally, and this gives the recipient a greater emotional connection with the award and/or recognition event.”
Farrell added his own take on personalizing incentive gifts. “First, the idea that the gift itself is worthy of being personalized and second, the feeling from the recipient that they are valued as an individual,” he said.
